Foreign visitors are increasingly seeking out K-beauty experiences, from hair salons to personal color analysis sessions. (Image courtesy of Yonhap)
SEOUL, Jul. 22 (Korea Bizwire) – As South Korea’s tourism industry rebounds, a new trend is emerging: foreign visitors are increasingly seeking out K-beauty experiences, from hair salons to personal color analysis sessions.
An American tourist who wished to remain anonymous recently visited a renowned hair salon in Seoul’s trendy Hongdae district.
“They perfectly executed the hairstyle I wanted,” she enthused.
“The staff even provided helpful information about hair styling and scalp health. I appreciated the complimentary snacks and drinks, and the secure storage for my coat and belongings.”
Meanwhile, a Taiwanese tourist tried a “personal color diagnosis,” a popular service in Korea that helps individuals find their most flattering colors for styling. “They recommended makeup and clothing suited to my skin tone and even analyzed my facial and body structure,” the tourist said. “The interpreter was also very professional.”
These experiences are part of a growing trend. According to Createtrip, a platform for inbound tourism, hair salon bookings by foreign tourists in the first half of this year increased fivefold compared to the same period last year. The transaction value for these services quadrupled, accounting for about 31% of total transactions.
The Korea Tourism Organization reported that in the first quarter of this year, hair salon visits by Chinese tourists increased by 266.7% compared to the same period last year. Japanese and Taiwanese visitors showed increases of 78.1% and 106%, respectively.
Geographically, Chinese and Taiwanese tourists tend to favor the Hongdae area, while Japanese visitors often frequent salons in Apgujeong-dong.
The K-Beauty experience (Image courtesy of Yonhap)
A representative from Soonsiki Hair, a popular salon among foreigners, noted, “Bookings from foreign tourists began to increase significantly last year. Visitors from Western countries, who often have damaged hair from frequent dyeing and bleaching, show high interest in scalp care and head spa treatments.”
Many salons now offer interpretation services for foreign clients. Soonsiki Hair’s Hongdae branch has even set up private rooms to accommodate visitors who, for religious reasons, cannot show their hair in public spaces.
Personal color analysis is also emerging as a novel tourist experience. It was even featured in a recent overseas advertisement for Korean tourism, produced by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, starring the K-pop group NewJeans.
Createtrip reported that both the number of bookings and transaction values for personal color diagnoses increased 130-fold in the first half of this year compared to the same period last year. These services now account for about 63% of all beauty shop transactions.
Industry analysts attribute this trend to the increasing number of Generation Z and Millennial tourists who value unique experiences.
“We’re seeing more tourists who check social media to find salons visited by their favorite K-pop idols and then visit those establishments for styling,” a Createtrip representative explained.
Lina Jang (linajang@koreabizwire.com)
